By Editorial Team | Health & Beauty Innovation
Johannesburg, South Africa —March 12th, 2026
In an era where consumers are becoming increasingly conscious about the ingredients in their skincare products, entrepreneur Nuraan Devajee is helping lead a shift toward cleaner, more holistic beauty.
Devajee is the founder of Haylur Organics, a South African skincare brand built on the philosophy that healthy skin begins with understanding the root cause of skin concerns. Her approach combines natural botanical ingredients with scientifically informed formulations designed to support the skin from the inside out.
The name “Haylur,” derived from Urdu and symbolizing a “plant lover,” reflects the brand’s commitment to natural wellness and plant-based skincare innovation.
Devajee’s journey into skincare entrepreneurship was not accidental. With a background in Symptomatology and Cosmetics, she spent years studying how internal health imbalances often manifest externally through the skin.
For more than a decade, she worked in the retail beauty sector as a skin and makeup specialist. During that time she helped thousands of clients achieve their skincare goals while gaining deep insight into the relationship between lifestyle, health, and skin conditions.
Her professional experience eventually led her to develop what she calls her unique skill:
“My superpower is decoding the skin. When you treat the root cause rather than the surface, you see real transformation.”
Like many entrepreneurs, Devajee’s business idea took shape during the global COVID-19 pandemic. During this period, consumers began paying closer attention to the ingredients in the products they used daily.
This shift inspired Devajee to develop a skincare line focused on transparency, natural ingredients, and holistic wellness.
The result was Haylur Organics — a brand built around high-quality plant-based ingredients including:
The brand’s philosophy is simple: when you understand the root cause of a skin concern, you can treat it more effectively.
Unlike conventional skincare brands that focus only on topical treatments, Haylur Organics promotes a holistic skincare philosophy. Devajee believes healthy skin is influenced by multiple factors including nutrition, stress, lifestyle, and hormonal balance.
Her approach blends:
By blending these traditional remedies with modern Scientific Cosmetic Formulation, Devajee has created a line that is as effective as it is gentle.
The goal is not simply clearer skin but greater confidence and long-term skin health.
For more updates on South African news, subscribe to our newsletter.
